The Discourse Of Experience In The Advertising Of Meaning. What Does It Mean “To Have” An Experience?
Abstract
The aim of this article is to analyze the content of the experience as it is referred in experiential marketing. With this purpose, we present some concepts of the term used in social sciences as well as in advertising. Since it is generally regarded either as an adjacent of consumption or an addition to the product, without explaining its contribution to the consumer´s adhesion to the brand imagery, we propose an approach that considers the experience as a constitutive element in relation to the product and to the consumer. To fulfil its aim, the present issue is primarily based on the contributions of J.W. Scott and W. Benjamin.Downloads
Article download
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.